Netflix has just formed an alliance with Amazon Ads, thereby becoming programmatic advertising partners. This agreement will provide advertisers who use Amazon DSP with direct access to Netflix’s premium ad inventory.

Both companies anticipate that this integration will be enabled beginning in the fourth quarter of 2025. Additionally, the countries where Amazon DSP advertisers will be able to access Netflix’s premium inventory are: Spain, Germany, Australia, Brazil, Canada, the United States, France, Italy, Japan, Mexico, and the United Kingdom.

Paul Kotas, Senior Vice President at Amazon Ads, stated: “We are delighted to begin this partnership with Netflix, which will enable brands to reach Netflix’s subscribers and its extensive library of premium content through Amazon DSP. Our goal is to remove uncertainty for advertisers by streamlining the management of all their TV planning and buying with Amazon Ads.”

Meanwhile, Amy Reinhard, President of Advertising at Netflix, also agreed on the advantages of this alliance for both companies and for advertisers: “This partnership with Amazon is perfectly aligned with our commitment to providing advertisers with greater flexibility in their purchasing so they may achieve their marketing objectives. By integrating Amazon DSP and enabling even more advanced capabilities over time, we are making it easier than ever to connect with Netflix’s highly engaged and global audience.”

This is not the first time that Amazon has joined forces with one of its competitors in the streaming content sector, as in June of this year it announced a strategic integration with Disney Advertising. It is evident that rivalries in a given sector can be set aside when it comes to promoting business in another area.

What is Amazon DSP

Amazon DSP (Demand Side Platform) is a platform that allows clients of Amazon Ads to purchase ads programmatically. This service utilizes unique first-party insights combined with state-of-the-art clean room technology to connect advertisers and publishers.

Additionally, Amazon DSP also employs advanced artificial intelligence to deliver high-impact ads to relevant audiences by means of automation that optimizes the planning, purchasing, and measurement of campaigns.

Image: Canva

The post Amazon DSP Advertisers will have access to Netflix’s premium advertising inventory appeared first on Marketing4eCommerce English.

Amazon has came back. While Amazon’s disappearance from Google Shopping listings was surprising, its comeback—barely a month later and without any prior announcement or official explanation—is perhaps even more remarkable.

This is a complex topic, so before addressing it, let us briefly review what has occurred.

A decision with million-dollar impact

At the end of July, the world of digital advertising was shaken by Amazon’s surprising and abrupt break up with Google Shopping. This decision, made without any notice, suddenly created a massive void in the shopping carousel of Google’s search results, since Amazon maintained a dominant presence in Google Shopping results, with impression shares ranging from 38% to 60% depending on the market. Although Amazon’s sponsored advertising remained active in general Google search ads, the complete disappearance of Shopping ads created a “seismic shift” in the industry.

Logically, Amazon’s exit was seen as a tremendous opportunity for other advertisers. Common sense suggested that with such a massive competitor out of the game, cost-per-click (CPC) would decrease and visibility for other stores would increase.

However, a subsequent analysis of the data revealed a much more complex reality. While clicks and visibility for advertisers did increase and CPCs fell, other relevant metrics such as conversion value and return on ad spend (ROAS) were negatively affected in many sectors. This phenomenon, called the “volume trap,” involved users who were now clicking on other ads—often loyal Amazon customers—who had expectations of low prices, fast shipping, and a frictionless purchasing process. Not finding a comparable shopping experience, many ended up buying less or choosing products of lower value, thereby eroding advertisers’ profitability.

Moreover, the impact was not uniform. While sectors such as electronics benefited by being able to compete more effectively, other categories—such as Home, Sports, and especially Clothing and Accessories—experienced a decline in sales value, demonstrating that competing was not merely a matter of filling a void in auctions but of meeting consumer expectations.

An incomplete return…

This environment of uncertainty and mixed outcomes persisted until now, when it has been confirmed that Amazon has resumed advertising on Google Shopping, bringing to a close a month-long period that, as we have seen, left advertisers with many insights about the use of this advertising platform, the importance of user experience, and value beyond merely obtaining a click.

Confirmation of Amazon’s return has come from the same source that, a month ago, alerted the global search advertising industry to what was happening. Mike North, from the Smarter eCommerce platform, announced it via his profiles on X and LinkedIn:

Amazon started spending on Google Shopping again. This is exactly one month after they turned off ads, which lends credibility to the theory that it was a marketing test. All international domains have been reactivated but they are still NOT advertising in the US (!) pic.twitter.com/sWnYBEQb2i

— Mike Ryan (@mikeryanretail) August 25, 2025

In any case, it is important to highlight something that North himself explains. While Amazon’s exit from Google Shopping was complete and on a global scale, its return is partial: it covers almost the entire world… except for its main market, the United States.

Interestingly, this move coincides with Google revamping its “Shopping” section within the search engine, replacing it with two new filters or tabs: the Product Filter and the Product Sites Filter. Both new features are located, just like their predecessor, in the search window’s shortcut bar beneath the search engine and will appear whenever you perform a purchase-intent search. However, the Shopping section as such still exists: if you wish to continue using Google Shopping, you may do so by accessing its website directly.

Why has Amazon returned (and why did it leave)?

After Amazon’s departure, and in the absence of an official explanation from either party, numerous theories emerged regarding Amazon’s motivations: some pointed to a desire for greater independence, a reassignment of its advertising budget toward its own Amazon Ads platform, or even a means of pressuring Google.

Now that it is known Amazon was absent for only a month, the idea that this was an enormous advertising experiment gains traction, though it is not the only possibility. In fact, if this was a test, what implications arise from the ongoing blackout in the United States? Does this mean that things did not proceed as Amazon envisioned there? Is Amazon’s power in the U.S. so great that it can permanently dispense with Google Shopping? Or does it wish to continue putting pressure on Google?

Let us consider some of these theories:

A global advertising experiment

Amazon’s blackout may have been a global experiment designed to analyze how the market changes in its absence. This strategy could have aimed to observe the impact of its withdrawal in different markets and adjust its marketing strategies accordingly. In this context, Amazon’s continued absence in the U.S. may indicate that Amazon has determined that it already possesses such dominance in this market that it can afford to do without Google Shopping without suffering serious consequences.

A strategy to pressure Google

Closely related to the previous theory: it is possible that Amazon, knowing its dominance in the U.S. market, does not wish to return to Google Shopping until agreements or conditions that better serve Amazon’s advertising interests are reached.

Focus on its own platform

It is plausible that Amazon wanted to seize this opportunity to redirect its advertising budgets towards its own platform, Amazon Ads, thereby strengthening its own advertising ecosystem, where its degree of control is much greater. Consider the following: if Amazon observed a decline in advertising revenue from Google Shopping or a lack of alignment with its long-term goals, it might have used this withdrawal to test whether a greater investment in Amazon Ads could yield similar or improved results for return on investment (ROI).

Was it a penalty?

Finally, there are commentators who suggest that Google may have suspended Amazon via its Merchant Center. Google Merchant Center is a platform that enables merchants to upload product information (such as prices, descriptions, images, etc.) so the products may be displayed in Google Shopping ads, among other uses. If those using the platform violate its policies, advertisers can be suspended for a time.

Reasons for suspension include:

• The sale of prohibited products, such as drugs, weapons, or counterfeit goods.
• Website quality issues: Google requires that the destination site be accessible, clear, functional, and reliable. If a site contains broken links, misleading content, or technical issues, the account may be suspended.
• Product data issues: If the information provided about products in the feed is inaccurate, incomplete, or misleading, this can also lead to suspension.
• Payment policy violations: If suspicious practices are detected regarding payment methods or fraud, this can trigger a suspension.

But honestly, it is difficult to imagine that the global eCommerce giant would have engaged in any such problematic practices.

And you? What is your opinion?

Image: Flux Schnell

The post Amazon returns to Google Shopping, one month later appeared first on Marketing4eCommerce English.

Although discussing Christmas in the middle of August may seem discordant or even overwhelming, the reality is that, in the world of marketing and advertising, anticipation is of paramount importance. For this reason, Intuit Mailchimp has just published its report “Holiday Shopping Unwrapped: Marketing Strategies for the Moments That Matter,” prepared in collaboration with Canvas8 and Marketoonist.

This breaks down the holiday shopping campaign into seven phases, each one marked by different emotional and spending patterns. To create this report, Mailchimp sought input from experts and surveyed 9,356 individuals from Australia, Belgium, Luxembourg, the Netherlands, Canada, Italy, Spain, Germany, Denmark, Norway, Sweden, the United Kingdom, and the United States.

Jillian Ryan, Senior Director of Content Strategy at Mailchimp, explains: “The key to reaching shoppers effectively is to understand where consumers are—physically, emotionally, and culturally—during each phase of the holiday season. Our research provides a compelling insight into these motivations, offering marketers new insights and strategies to connect with shoppers.”

The seven phases of the Christmas Campaign

The study reveals that 43% of consumers made at least one Christmas or holiday-related purchase in October (corresponding to the first of the seven identified phases). This confirms that anticipation is a highly present component in these purchases.

Furthermore, although discounts are typically cited as the main catalyst for shopping during this period, the truth is that 52% of those surveyed stated that their primary motivation for shopping during the holiday season is to make others happy.

Having reviewed these two key data points, let us examine the seven phases into which Mailchimp has divided the holiday campaign according to spending patterns, emotional drivers, and purchasing behaviors:

1. The Early Preparations (October 1 to 31)

Although October may seem like an early month for holiday shopping, 43% of consumers already begin making their Christmas or holiday season purchases (including those for occasions such as Halloween) during this period. At this stage, shoppers are driven by the desire to “finish before everyone else” and by the pride in having gotten ahead of the festive season.

2. Pre-Peak Sales (November 1 to Mid-November)

As November progresses, the holiday spirit begins to gain momentum, marked by the arrival of festive music and movies, and audiences become more receptive.

For joyful shoppers, the desire to give something meaningful often outweighs the appeal of discounts. Additionally, among those who purchase gifts for others during the Christmas campaign, less than 31% say that price is an influential factor compared to other times of the year.

3. Peak Sales (Mid to Late November)

The most intense phase arrives with Black Friday and other seasonal promotions. At this time, 75% of shoppers take advantage of deals to purchase at least one gift, whether for others or for themselves.

The deal enthusiasts, a key audience during this phase, form a broad group that seeks out the best opportunities and enjoys the satisfaction of having made a smart purchase.

4. Festive Phase (Early to Mid-December)

This is a dynamic period in which both those who are already immersed in holiday shopping and those who are just beginning are active. It is a key moment for individuals who take their time to find the perfect gift with a story behind it.

During the fourth phase, 26% of consumers made a purchase, often motivated by local traditions.

5. Last-Minute Sprint (From Mid-December through the Holidays)

The days leading up to Christmas reveal both those devoted to traditions and those rushing to finalize their shopping in time. The latter yearn for their gifts to arrive on time and will turn to any brand that fulfills this promise.

Globally, 78% of those considering a purchase on the last Saturday before Christmas buy gifts for others, while 52% make a purchase on Christmas Eve, right at the last moment.

6. Between Christmas and New Year’s Eve

This is the time when self-gifters come into play. Among shoppers in Australia, Canada, and the United Kingdom, 68% of those considering a purchase on Boxing Day (December 26) do so for themselves.

During this period, consumers enter a self-indulgent phase driven by post-holiday relief.

7. From New Year to Early January

Consumers shift from festive gifting to personal reflection. Those seeking self-improvement take advantage of January purchases to fulfill their resolutions, especially in Europe, where 63% purchase items for themselves.

Understanding these phases and the seven archetypal shopping behaviors that define them can be extremely useful when developing a successful holiday strategy.

“This report shows us that marketers have clear opportunities to reach customers, regardless of whether they offer promotions or operate outside traditional shopping periods,” states Ryan. “There are all types of shoppers, and a single consumer may embody different archetypes as the season progresses. This new research builds on Mailchimp’s legacy of helping marketers understand and segment their audiences, ensuring that the right message reaches the right customer at the right moment.”

Photo: GPT-5

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On July 23rd, the world of search advertising awoke to the surprising decision by Amazon to leave Google Shopping. This unexpected and multi-million-dollar move left many questions regarding how it could impact the entire global advertising ecosystem. The theory held that among the potential consequences would be, very likely, a reduction in CPCs due to the sudden decrease in competition resulting from the withdrawal of such a giant. In addition, brands would have an opportunity to gain greater visibility and share of impressions in Google Shopping results,

It seemed like the ideal scenario for advertisers, but the reality is much more complex.

A predictable (and paradoxical) consequence from Amazon’s departure from Google Shopping

The answer, according to a new study by Optmyzr, is more complex than it seems.

Their analysis, which was based on data from over six thousand accounts, showed a clear pattern. After Amazon’s departure:

• Clicks increased by 7.8%.
• The CPC dropped by 8.3%.
• The conversion value decreased by 5.5%.

In other words, advertisers received more traffic and paid less for it, but generated less revenue. The study explains this paradox because the traffic was not neutral: these were users specifically searching for Amazon, with expectations shaped by years of convenience, fast shipping, and aggressive pricing. When clicking on ads and landing on competing sites, many ended up purchasing less or sought lower-value products.

The authors refer to this phenomenon as the “volume trap”: an increase in clicks and conversions that does not translate into greater profitability.

And in fact, it makes perfect sense. Even if one eliminates the obvious draw that the name “Amazon” may hold for users, it is important to consider that there are more than 200 million Prime customers worldwide. People who, when faced with similar pricing, will always tend to purchase on the platform where they have the ability to receive fast and free shipping.

Winners and losers: a story of verticals

However, not every industry reacted in the same way to Amazon’s disappearance. The study’s results, broken down category by category, reveal which players were prepared to capture that traffic—and which were not.

Electronics was the big winner

Here, clicks rose by 11.5%, the CPC decreased by 7.1%; but the most noteworthy aspect was the jump in conversions: +81%. The ROAS also increased (+7.1%), as did the conversion value (+10.9%). Why? Because in this vertical there are actually players that can compete head-to-head with Amazon. Major brands and marketplaces offer competitive pricing, fast delivery times, and a trusted reputation. In other words, they were able to meet the expectations of consumers who, unable to find Amazon, were searching for a credible alternative.

Sports and Home fell into the volume trap

With a 13% increase in clicks and stable costs, it initially seemed positive for Home and Garden. However, the conversion value dropped by 7.5% and ROAS regressed. While customers did arrive, they spent less. Here, the inability to provide Amazon’s convenience weighed more heavily than the gain in traffic.

Meanwhile, sporting goods became the perfect example of the volume trap. Although conversions increased by 20%, the value of those purchases plummeted by almost 10%. Consumers, enticed by the additional visibility, ended up buying cheaper products or simply did not find the shopping experience they expected.

Health & Beauty: more sales, but not better sales

Clicks increased by 12% and conversions by 14%. However, the value remained flat. More items were sold, but not at higher value. The only relief for advertisers was that the lower cost per click (-11.5%) helped keep ROAS almost stable.

Clothing and accessories suffered the hardest blow

With more than one thousand accounts analyzed, this high-volume category clearly demonstrated the sector’s fragility in the face of Amazon. Conversions dropped by 7.4%, value by 9.5%, and ROAS by 7.3%. Amazon’s fashion category had conditioned consumers to expect a wide selection, low prices, and easy returns. Competing in that space proved to be extremely challenging.

What advertisers can learn

As we can see, on Google Shopping, Amazon not only competed in advertising auctions: in some ways, it also influenced consumer expectations in its favor. Shoppers have not immediately adapted to the new Shopping landscape. They continue to seek speed, aggressive pricing, and a frictionless purchasing process. And if they do not find it, clicks result in mediocre outcomes.

The key lesson for advertisers is that it is not enough to simply fill the void left by a giant. Users arrive with a set of expectations which, if you are not able to meet, quickly become a liability.

The study’s authors urge brands not to be tempted by clicks alone. It is essential to always monitor value-driven metrics, such as average order value and ROAS, for a sound strategy. The goal is not to become the new Amazon, but rather to find a space where your unique proposition stands out—without falling into the volume trap.

Amazon has left Google Shopping, but not the minds of consumers. And as long as these expectations persist, competition will not be about volume, but about value.

Image: Flux Schnell

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Taylor Swift is not only one of the most influential and successful artists of the past decade, but she is also a master of marketing. Throughout her career, she has demonstrated an exceptional ability to connect with her audience and remain relevant in an industry that is constantly evolving. But…how has Taylor Swift managed to keep her career continuously growing despite the passing of years and the obstacles in her path?

Over 200 songs, 11 albums, another on the way (“The Life of a Showgirl”), and every city she visits is sold out. We are witnessing the swiftie phenomenon and how Taylor Swift has broken all the molds and is revolutionizing the economy of every city she visits, as well as that of her fans. It can be said that Taylor Swift is the music industry, which continues to grow and create, turning everything she touches into gold. What is the reason for this growth and success? As with any marketing strategy, it comes down to attracting and building loyalty.

Here are 13 marketing lessons you can learn from her career.

Are you ready for it? 

1. Build Your Brand

This may seem basic and Marketing 101, but in reality, few brands truly develop their branding well. Since the beginning, Taylor Swift has put significant effort into her personal brand, with that cowgirl essence and well-defined values, which she displays in the lyrics of her songs and during her performances.

Three core pillars can be highlighted:

• Feminism, as the song The Man demonstrates: “I am tired of running as fast as I can, wondering if I would get there quicker if I was a man.” She refers to the fact that, typically, due to the sexist and patriarchal society we live in, women are questioned much more than men, simply because they are women.
• Self-love and rebirth, as heard in Shake It Off. In this song, she encourages her fans not to let their problems defeat them and to keep moving forward, being the best version of themselves. This came at a time when she was facing intense public criticism for nearly everything she did.
• Advocacy for LGTBIQ+ rights, with songs such as You Need to Calm Down. In this song, she addresses all people who post offensive comments online towards others, with a special emphasis on the LGTBIQ+ community. In one lyric, Taylor says, “Why be mad when you could be GLAAD?”—a play on words, as “glad” is pronounced the same as GLAAD, the Gay & Lesbian Alliance Against Defamation.

2. Storytelling

Taylor Swift has built a consistent brand by weaving a captivating storytelling throughout her career, turning each album into a chapter of her personal journey. Her lyrics, which address romantic experiences, fictional stories, and personal challenges, deeply resonate with her followers, especially young listeners. 

This generates a great deal of hype among fans every time she releases a new song: they want to know whom she is referring to and what point in her life she is in. Her presence on social media and various digital channels, thanks to a comprehensive omnichannel strategy, has helped create a unique identity. 

For example, she is currently on the Eras Tour, a world tour that symbolizes the transition through different personal eras of the artist. These “eras” tell stories from her life. Stories ranging from falling in love, to personal growth, regaining her reputation, experiencing heartbreak, and being reborn. This is something her fans love to interpret and understand. 

3. Emotional connection

This ability to weave personal stories into her songs creates an emotional connection that resonates directly with her audience, who seek authenticity in an increasingly digitalized and depersonalized world. Brands can learn from this storytelling capability, engaging consumers on an emotional level and establishing a strong foundation for loyalty and commitment.

@taylorswiftHi! Well, so, basically I have a birthday coming up and I was thinking a fun way to celebrate the year we’ve had together would be to make The Eras Tour Concert Film available for you to watch at home! Very happy to be able to tell you that the extended version of the film including “Wildest Dreams,” “The Archer” and “Long Live” will be available to rent on demand in the US, Canada & additional countries to be announced soon starting on … you guessed it, December 13 🧑‍🤝‍🧑💋♬ original sound – Taylor Swift

4. Reinventing the brand

If you take a step back, you will notice that Taylor Swift started out making country music. However, today most of her tracks are pop, and she has even included some Indie songs. She has transitioned through different colors, aesthetics, or, as she calls them, different “Eras.”

Throughout her transition process, she has shown remarkable skill in reinventing herself, keeping up with trends and understanding what her fans need. The best way for a brand to remain relevant over time is to be open to learning about, and understanding, new market trends and changes in customer demand. Being willing to evolve can open new opportunities and attract different market segments.

5. Know your audience

Taylor has demonstrated exceptional mastery in understanding and attending to her audience: also known as swifties. She studies their preferences, habits, and desires, thus cultivating a unique emotional connection that goes beyond the typical artist-fan relationship.

She frequently holds “secret sessions” where she invites a group of fans to various locations and shares songs from her new album before its official release.

Another example is when Taylor disclosed in an interview that her song All Too Well was originally 10 minutes long. After revealing this, social media was inundated with requests for her to publish the full version, which she did when she re-recorded the album in 2021, including a short film. In doing so, she fulfilled her fans’ wishes.

She knows her audience so well that at the concert on May 29, 2024, during one of her performances, she handed the microphone to one of her dancers so he could say the phrase “No way” in the song Never Getting Back Together, since many fans had been requesting it on social media. Although, it may also be the result of having excellent linguistic advisors.

Realmente es porque las fans nos juntamos en masa a decirle a Kam por Instagram q dijera «ni de coña» ajajaja. Hemos conseguido tener el mejor meme del concierto 🧑‍🤝‍🧑🏽

— Lau TV (@LPG26496) May 29, 2024

6. Use social media to connect with your community

Taylor Swift uses social media as a tool for genuine interaction, not only for self-promotion.

An example of this is her active presence on platforms such as TikTok, where she directly interacts with her fans under the hashtag #SwiftTok. This creates a continuous, proactive, and two-way feedback cycle: on one hand, leveraging user-generated content, and on the other, proactively responding to her audience by including hidden clues in her videos or by tailoring surprises at her concerts based on her followers’ preferences.

@taylorswift Burnin’ it down 🔥 #wildestdreamstaylorsversion #slowzoomeffect #swifttok ♬ original sound – Taylor Swift

7. A Strategy for Every Channel

Do not copy/paste; each channel has its own audience, and Taylor understands this well. She adapts the tone, style, and language used. By tailoring her approach to each medium, she diversifies her content and provides her audience with what they expect and consume on each channel.

For example, to launch her album The Tortured Poets Department, she created a hidden feature on Instagram.

All you needed to do was visit her Instagram profile, pull down to refresh the content, and hold it until the words of the album’s title began to appear. At that moment, the app would automatically redirect you to a countdown that would end with the album release. But what was most interesting? That countdown, in addition to the launch, would coincide with the opening of Taylor Swift’s profile on Threads.

For the launch of the album Midnights, she created for TikTok a series of videos filled with hidden messages, presenting the album’s songs.

8. In every crisis…an opportunity

Swift’s journey has not been entirely smooth. In 2009, fellow singer Kanye West grabbed the microphone at the MTV VMAs and publicly declared that Swift did not deserve the award she had just won.

Furthermore, West released a song titled “Famous” in which he insulted Swift in one of the lyrics. Kim Kardashian (Kanye’s wife at the time) posted a video on social media showing a phone conversation between Taylor and Kanye that supported her husband’s side of the story, though Taylor claimed the footage was manipulated and asked to be excluded from “that narrative.”

Public opinion then turned against Swift, and an army of West and Kardashian fans flooded Taylor’s social networks with hateful messages, accompanied by the word “Snake”.

Faced with such a wave of hate, Swift closed her social media accounts because of the harassment. This reputational crisis led her to step out of the public eye and away from social media for an entire year.

However, things did not end there. What did Taylor do? She released an album called “Reputation,” filled with snake symbolism and subliminal messages responding to the attacks she had endured over the previous year. Without doubt, an excellent example of how to manage a crisis and make the most of it.

9. Loyalty to your values

Taylor Swift enjoys unwavering support from her fans. She has earned this by building a strong relationship with her audience, and her loyalty to them is what has cemented this connection.

Last year, she performed for three and a half hours in the rain at Gillette Stadium in Massachusetts. She did not want to disappoint her fans who had queued for hours to see her. Postponing or canceling the concert was not even considered. She stayed true to them and gave her all.

10. Economic impact surrounding her

In 2024, she launched her 6th world tour, The Eras Tour, after a four-year break during which she continued to record music. In these last five years, she has released five albums, with another on the way.

To be clear, attending a Taylor Swift concert is not inexpensive. That being said, the numbers she generates for the cities she visits are astronomical. In May 2023—when she performed three concerts in the state of Philadelphia—hotel revenues reached their highest point since the pandemic began. The reason? Swifties booked accommodation for three days of concerts that had a capacity for 68,000 people each night.

With her arrival in Europe, many fans had to travel to cities away from their own to see her perform. Once again, this resulted in increased hotel and tourism activity across Europe.

11. Be consistent

Every two years, Swift releases a new album, updating the message and aesthetic (those Eras we mentioned earlier). With this, she has a well-orchestrated plan to provide her fans with new content just when the impact of the previous release begins to fade. Although, admittedly, being a swiftie never goes out of style!

In the two years between albums, she leverages the content from her latest release and begins building anticipation for what is coming, introducing clues in her outfits, social media, or website that prompt her fans to speculate on what her next Era will be.

12. Strategic collaborations

Swift has established key collaborations with artists (Ed Sheeran, Florence, Post Malone, Shawn Mendes) and with brands.

Additionally, she has demonstrated an openness to reinvent herself without losing her identity: from reimagining her past hits to experimenting with new sounds. In 2019, she faced a legal controversy due to the acquisition of her song rights by a third party. This prompted her to re-record previous albums, such as Fearless (Taylor’s Version) and Red (Taylor’s Version), thereby regaining creative and financial control over her music. This strategy generated publicity and media attention, capitalizing on the love and nostalgia of her fans. The result: a significant increase in sales and streaming of these new versions.

13. Leverage the Swiftie phenomenon

Given the artist’s extraordinary reach, many brands have taken advantage of her fans’ loyalty by launching products designed specifically for the last Eras Tour.

Disney+ released The Eras Tour (Taylor’s Version) as a concert film on its streaming platform. To connect with its users and capture the attention of swifties, they changed the names in their catalog to make a nod to Taylor’s Version and her various albums. 

Google was not far behind—just a few months before launching her 11th album, when searching for “Taylor Swift” on Google, a “secret trunk” would appear on the search results page. Clicking it would open a puzzle to be solved. Fans had to enter the answer in the search bar and, if correct, the global puzzle counter would increase. What was the goal? To reach 30 million puzzles solved worldwide. And yes, swifties achieved it once again.

Now with the arrival of her 12th studio album, even Threads has joined the show:

And that is all, marketer. I hope some of these 13 lessons will inspire you to create campaigns and build a community as loyal as Taylor’s. As you see, embrace these lessons, and—most importantly, as Taylor Swift does—connect deeply with your audience so you can begin your own Love Story.

Image: Depositphotos

The post 13 marketing lessons you can learn from Taylor Swift appeared first on Marketing4eCommerce English.

The concept of sound marketing is gaining popularity as an effective way to strengthen brand identity and create deeper connections with consumers. Brand playlists have emerged as an innovative strategy in eCommerce, allowing companies to convey their values, personality, and emotions through music.

What is a brand playlist and how can it enhance engagement?

Brand playlists are selections of songs curated by a company to reinforce its identity and connect with its audience more emotionally. In an environment dominated by visual and written content, incorporating music offers a way to stand out and create a more immersive experience.

Why integrate playlists into your marketing strategy?

Music has a profound impact on consumer behavior and emotions, making it a key tool in marketing and eCommerce. Some of its most notable benefits include:

• Generates emotions and memories: Music can evoke feelings and past experiences, creating an emotional connection with a brand or product.
• Influences mood: Upbeat songs can make consumers feel more positive and receptive, while relaxing melodies can reduce stress and improve the shopping experience.
• Affects decision-making: The right musical atmosphere can motivate a consumer to spend more time in a physical store or online store, increasing the likelihood of purchase.
• Reinforces brand identity and loyalty: Brands that use well-selected playlists can more effectively convey their values and personality. Additionally, a consumer who identifies with a brand’s music is more likely to remember and recommend it to others.
• Increases retention and engagement: A well-chosen sound can make customers associate the brand with positive emotions, fostering loyalty.
• Generates shareable content: Playlists can become viral content on social media, increasing the brand’s visibility and reach.
• Improves concentration and performance: In work or study environments, music can help maintain focus and improve productivity.

In summary, music not only entertains but also influences consumer behavior and decisions, becoming a powerful ally for any marketing strategy.

Examples of brands that have created their sonic identity

Several brands have successfully adopted this strategy:

• Nike: With motivational playlists on platforms like Spotify or Amazon Music, it reinforces its message of achievement and energy to accompany athletes during their training sessions.
• Starbucks: It has created playlists that reflect the warm atmosphere of its cafes, creating a cozy environment that its customers can take home.
• Absolut: The vodka brand has collaborated with DJs and artists to create lists that convey its identity of nightlife and creativity.
• IKEA: Its playlist combines relaxing and energetic music to accompany different times of the day, reinforcing its message of well-being at home.

Music streaming platforms

Today, the music streaming market is dominated by several platforms offering vast catalogs and various advantages depending on users’ needs. Spotify remains the leader with its freemium model, personalized lists, and a strong focus on music discovery. Apple Music, on the other hand, bets on seamless integration with the Apple ecosystem and superior audio quality.

Amazon Music has positioned itself with options like Amazon Music Unlimited and its free Prime version, in addition to enabling the import of playlists from other platforms. YouTube Music stands out with its catalog including videos and live versions, ideal for those seeking more than just audio. Other options like Tidal, with its focus on HiFi audio and exclusive content, and Deezer, with its Flow recommendation system, complete the offer for the most demanding listeners. Each one has its own proposal, but all seek to attract listeners with more personalized experiences.

3 months free of Amazon Music

If you want to experiment with brand playlists without commitment, Amazon Music offers 3 months for free for new users. It is an opportunity to explore how music can strengthen your business identity and connect with your audience. However, note that after the free period, the subscription costs €10.99/month VAT included, unless you cancel beforehand. The offer is available until April 16 and applies only to new customers.

Why use Amazon Music for your brand playlist?

• Global reach: Access to millions of users worldwide.
• Effortless integration: Share your lists on social media, newsletters, and even on your online store.
• Wide musical selection: A vast catalog to customize your playlist according to your brand’s values.
• Ease of transition: You can import your playlists from other music streaming platforms, making the switch without losing your sonic identity.
• Insights and details about the team behind each song: Amazon Music provides information about the artists, the creative process, and interesting anecdotes, enriching the listening experience even further.

Tips for creating your own brand playlist

If you want to join this trend, here are some key tips:

1. Define your brand’s sonic identity: Think about the values and emotions you want to convey.
2. Choose appropriate genres: Not all brands align with the same music styles.
3. Create playlists for specific moments: For example, a sports clothing store can have one list for workouts and another for post-exercise recovery.
4. Update regularly: Keeping the playlist fresh and updated helps maintain public interest.
5. Promote your playlist: Share the link on social media, newsletters, and on your online store.

Brand playlists are an original and effective way to connect with customers, providing value and reinforcing your business identity. With platforms like Amazon Music, implementation is easier than ever. It is time to add some rhythm to your marketing strategy!

The future of sound marketing in eCommerce

Brand playlists are much more than just a list of songs. They are an innovative way to build identity, create community, and cultivate customer loyalty. With platforms like Amazon Music, their implementation is more accessible than ever. Are you ready to add rhythm to your marketing strategy? Start today by creating your brand playlist and ensuring your customers carry it with them at all times.

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The Mobile World Congress (MWC) is the most important annual event in the mobile technology and connectivity sector. Held in Barcelona, this congress brings together industry leaders, innovators, and enthusiasts to present and discuss the latest technological trends and advancements. In its 2025 edition, which took place from March 3 to 6 at the Fira Gran Via, MWC reached a record attendance with 109,000 participants from 205 countries, matching prepandemic figures of 2019. Additionally, there were 2,900 exhibiting companies and the announcement of the exhibition center expansion for 2027, which will allow for more exhibitors and attendees in future editions.

Artificial Intelligence (AI) was the central theme of this edition, permeating the new devices presented, connectivity solutions, business applications, and disruptive gadgets. There was everything from humanoid robots to remote driving and strategic alliances. Here is a summary of the best of MWC 2025.

Google’s Pixel 9 Pro and Gemini Progress

The Pixel 9 Pro, which received the award for “Smartphone of the Year” at the MWC 2025, stood out not only for its refined design but also for the full integration of Google’s AI Gemini. This model incorporates substantial improvements in computational photography, capable of performing intelligent real-time editing, removing unwanted objects, or adjusting lighting and colors with a single touch. Moreover, its next-generation Tensor processor optimizes battery consumption and powers advanced AI features directly from the device, without the need for a cloud connection.

AI Gemini, in turn, received the “Revolutionary Innovation in Devices” award. As we explained in other articles, Gemini is an integrated artificial intelligence suite that offers personalized proactive assistants that learn directly from the user’s routines. This translates into hyper-personalized recommendations, real-time translation during calls, or even predictive alerts based on usage patterns.

The Great Smartphone Showcase

Although slightly overshadowed by AI, the launches of smartphones and mobile gadgets continued to be a highlight at MWC 2025. Various manufacturers took advantage of the fair to unveil their flagship products and novelties. The Chinese company Xiaomi presented its new Xiaomi 15 family, the next generation of flagship phones.

Emerging brands also shone: realme showcased its Realme 14 Pro series, while Carl Pei’s startup, Nothing, finally announced their much-anticipated Phone (3a) and Phone (3a) Pro, aiming to conquer the premium mid-range segment. Even traditional manufacturers like TCL launched half a dozen smartphones, and ZTE surprised with a high-performance gaming mobile along with a “flip” foldable smartphone that competes with the trend of flexible screens. The presence of so many models underscores that, although the disruptive “magic” is less than in past years, the mobile market continues to evolve with better cameras, more advanced screens, and innovative designs.

Xiaomi and Its Modular Optical System

Within this segment, Xiaomi stood out with its revolutionary Modular Optical System, developed in collaboration with Leica. This technology allows a smartphone to be transformed into a professional camera, adding a detachable 35mm f/1.4 lens, connectable via Xiaomi LaserLink Communication. This system uses a laser-guided magnetic link, ensuring stability and optical precision.

The compatible device is the Xiaomi 15 Ultra Modular Edition, a smartphone with a one-inch sensor optimized to take full advantage of this optical module. With this innovation, Xiaomi blurs the line between mobile devices and high-end cameras, attracting content creators and professional photographers.

Samsung and Its Galaxy S25 Edge

Samsung also drew attention with the new Galaxy S25 Edge, a smartphone incorporating advanced AI functions such as live translation, AI-powered automatic photo editing, and a predictive assistant, which recommends apps, settings, or reminders according to the context.

The Galaxy S25 Edge also includes the AI Boost Engine, a system that analyzes daily use to optimize performance and battery life. Samsung has confirmed that this AI, already present in more than 200 million Galaxy devices, is part of an ecosystem that will evolve to integrate home automation, health, and intelligent mobility.

HMD Fusion X1: A Mobile for Mental Health

Another standout smartphone of this edition was the HMD Fusion X1, developed by HMD Global and Xplora, which focuses on the digital well-being of young people. It includes advanced parental controls that allow for limiting the use of social networks and browsers, blocking specific apps outside permitted hours.

Design is another strong point: inspired by the image and colors of F.C. Barcelona, the device aims to attract teenagers, but with a positive focus on responsible technology use. Additionally, the Fusion X1 includes a function called Wellness Score, which measures the balance between screen time and healthy activities such as exercise or rest.

Other Innovations in Mobile Devices

In addition to phones, the ecosystem of mobile devices showcased a wide variety. Huawei, for instance, displayed its new FreeBuds FreeArc earphones, the brand’s first with an open-ear design and over-ear hooks, aimed at combining comfort with high-quality audio. The same company also presented its triple-folding phone Mate X3 (Mate XT). Even ingenious solutions for specific niches emerged, such as the telephone assistant for seniors from the Spanish company SPC, which helps remind them to take their medicines.

In the realm of laptops (which also had their place at the conference), Lenovo showcased a battalion of innovative laptops, notably the ThinkBook Flip, a laptop with a 360º flexible screen, and the Yoga Solar PC, which incorporates solar panels to power its battery, demonstrating the growing focus on sustainability.

Meanwhile, Samsung presented a foldable console with a flexible AMOLED screen, capable of converting into a mini laptop with an external keyboard.

Among the most striking gadgets was also the Newnal AI Phone, which creates a dynamic digital profile of the user to drive an ultra-personalized AI assistant.

Humanoid Robots and Remote Driving

Robotics had a prominent space at MWC 2025, with the Unitree G1 taking center stage. This humanoid robot, designed for customer service and logistics tasks, demonstrated its ability to perform precise movements, interact verbally with fluency, and even recognize basic emotions in human facial expressions.

Another impactful demonstration was remote driving, where a vehicle in Finland was operated from Barcelona using an advanced 5G network. This technology could be applied in risk situations, such as transportation in disaster areas, or to optimize logistics fleets in real-time.

Telefónica’s Agreements with Google, Amazon, TikTok, and Cabify

In the corporate realm, Telefónica closed key agreements with companies such as Google, Amazon, TikTok and Cabify to develop solutions based on the Open Gateway framework. This platform allows developers direct access to network functions (such as location, identity verification, or quality of service) through open APIs.

For example, Cabify will be able to improve real-time geolocation, while TikTok will be able to dynamically adjust video quality according to network stability. These alliances, which already add up to more than 50 global agreements, consolidate Telefónica’s strategy to become a technology facilitator, not just a network operator.

Threema and Its Proposal for Secure Messaging

One of the big surprises of MWC was the presentation of Threema, a Swiss messaging service positioning itself as a secure alternative to WhatsApp in corporate environments. Its proposal removes the use of phone numbers and stores all data exclusively on users’ devices, avoiding any form of tracking.

Additionally, Threema Work was presented as a business solution with encrypted chats, secure file transfer, and a strong focus on compliance and GDPR, which has caught the attention of sensitive sectors such as finance and healthcare.

That concludes our summary. Have you followed the event? Do you think any presentation is missing? Leave us a comment 👇

Photo: MWC Website

[…]

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In recent decades, significant progress has been achieved in the struggle for women’s equality. A testament to this is that we see these advertisements—some of which are not older than ten years—and we are left astonished. Nowadays, probably no marketing director would approve a video like any of the ones we are going to show next (except perhaps Axe and a few other exceptions) because public opinion would condemn it.

However, this does not take away from the fact that many still continue to think this way and that there is a long way to go in the pursuit of women’s rights.

On this occasion, we decided to compile a list of old sexist ads from 1940 to the present day. Additionally, we have also gathered some «gems» of recent audiovisual advertising from brands of cars, beverages, fragrances, foods, cleaning products, among others, that serve as examples of how women have been stereotyped and naturally relegated to a role of object for a long time (at the end, bonus track of graphic advertisements):

• Graphic Advertising: from 1940s to the present
• Guinness – Share it with your friends (2008)
• Heineken – Walk in Fridge (2008)
• Axe – Even the angels will fall (2011)
• Pepsi – I’m good (2011)
• Alfa Romeo – Giulietta (2012)
• Paco Rabanne – Pure XS (2018)
• Misguided – We got you covered, kind of (2018)

Graphic Advertising: from 1940s to the present

Although today, major brands focus their campaign efforts on video format, several decades ago, sexist culture also infiltrated society through other communication mediums. Here are some examples of graphic advertisements of sexists ads in the 1950s that today would be hard to justify.

In general, the association of women to the concept of “housewife” was very present in advertising, as we can see.

In this line of thought, the relationship between women and automobiles is present merely as an ornament, because you know, “women can’t drive”.

The cosification of women is present even today so, why wouldn’t it be present in the 20th Century? In this ad from the US Department Satate we can see how women are seen as a prize for the U.S soldiers in World War II. Things been said: “The american dream” was only a dream for american white men.

As a more extreme, and recent, example of sexist advertising, in this clothing advertisement, the brand Dolce & Gabbana simulates a group rape to show the latest models of the collection.

Guinness Beer – Share one with friends (2008)

This spot has no justification. Let us think for a moment about the process it took to greenlight this commercial. Who thought it was a good idea?

In the advertisement, one can see a beer atop the back of a naked woman wobbling while having sex with three men, which could also be “simulating” a group rape. Throughout the spot, different hands (those of the men) grab the beer in turns. Finally, the video concludes with the slogan “Share one with a friend” (Share it with your friends) alluding to both the woman and the beer.

It is worth noting that this advertisement was televised until it was removed from broadcast, for obvious reasons.

Heineken – Walk in fridge

In this commercial from Heineken, we can see again the predefined roles given to men and women. According to them, the most important part of a house for women is having a giant walk-in wardrobe.

While for men, their maximum goal in life is having a giant fridge where to put all their beers in.

Axe Excite – Even Angels Will Fall (2011)

The advertisements for this well-known deodorant have never evolved. Machismo works for them. The video unfolds in an ancient city where angels begin to fall, literally; all are very beautiful women. The inhabitants are amazed by the spectacle.

Suddenly, the angels/women converge towards a young man who is retrieving his parked motorcycle. Upon reaching him, each angel removes their aura, throws it against the ground (referring to abandoning their innocence), and heads towards the young man with the face of a “wild animal” in heat, as if they could not resist the desire caused by the man’s scent. The reason? The young man had applied half a bottle of the new Axe Excite before leaving home.

Alfa Romeo – Giulietta (2012)

The renowned car brand, Alfa Romeo achieved the objectification of women in its fullest expression with this video that compares a woman to a car: “Look at me, touch me, caress me, provoke me, seduce me, control me, protect me, scream at me, relax me,” says a female voice-over while details of the vehicle are shown.

Throughout history, cars have been compared to women: both are admired for their beauty, sought for their design, aesthetics, comforts, ease, the newer the better, the quieter the better. They are displayed as trophies. “If you are going to talk about me, try me,” says the woman’s voice. And while the car’s details are shown, images of a beautiful woman in sensual poses are interspersed. The advertisement equates the woman to an object, something that needs someone to use and manage it (until a better model appears?).

Paco Rabanne – Pure XS (2018)

Perfumes are a classic example of machismo, even today. In this case, the brand Paco Rabanne presents a muscular man—the Portuguese model Francisco Henriques—in a room resembling a surveillance room, wearing only jeans. While he walks, admiring himself in the mirror and removing his clothes, a group of women gathers on the other side of the glass, sighing with every move. The advertisement ends when the man fully strips, applies Pure XS splash on his intimate parts, and the group of women faints with excitement.

The scene is quite clear: the alpha male boasting and having his way, while the women are at his mercy acting and living only through what the man does and decides.

Misguided – We got you covered, kind of (2018)

In this ad for the swimwear brand misguided, we can see the participants of the reality show, Love Island, clearly objectified and sexualized by wearing bikinis from the brand’s new swimwear line. Throughout the ad, references are made to phrases such as “if you plan to wear clothes this summer, we got you covered… kind of ;)”.

It rapped by the Advertising Standards Authority (ASA).

Photo: Alcoa Aluminum

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The Super Bowl is an ideal event for brands, as it is when the commercials aired during it reach the largest audience. All attendees and viewers know that they will watch the most elaborate commercials of the year during the NFL final. This year, OpenAI did not want to miss this event and chose to premiere its first television commercial during this celebration.

Thus, it became part of the list of the most outstanding commercials of Super Bowl LIX, as in this 60-second spot, it invited anyone to try ChatGPT and create something new with the help of artificial intelligence.

How to create a good commercial for the Superbowl

The execution of a good campaign is born, like almost everything, from an idea. Accenture Song, the creative advertising agency, collaborated with OpenAI in the conception and creation of its Super Bowl debut.

The one-minute spot consists of images of human evolution up to the present made through pointillism, where the points transform abstract dots into dynamic iconography. Additionally, they used Sora, OpenAI’s video-generating AI, as a brainstorming tool that formed the basis of the final result.

What do you want to create next? pic.twitter.com/L3UZyXPeTC

— OpenAI (@OpenAI) February 10, 2025

Throughout history, humans have used tools to drive progress, and AI is part of that set of tools. According to OpenAI: «Today, we are at a crucial moment: AI is one of the most powerful tools ever created and is accessible to everyone. This change can be as transformative as the birth of the Internet or the smartphone revolution.» Therefore, the spot was announced under the title “This is the dawn of a new era.”

The reason for using dots as the central element is their importance throughout humanity in research, mathematics, codes… besides being part of OpenAI’s corporate identity. Throughout the video, we can see images of the discovery of fire, the creation of the wheel, music, electricity… even computing and space exploration.

Finally, the OpenAI logo appears, known in the industry as “blossom” which means to bloom in English, as it resembles a flower blossoming.

The ultimate goal of the message OpenAI intends to convey is that general artificial intelligence benefits all of humanity. This is something OpenAI contributes to by providing access to free tools like ChatGPT.

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